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The absurdity of “marketing”
Ask the owner of any company if they do marketing, and chances are, they’ll immediately answer, “Yes, of course.” But truth be told, most are not applying the same level…
Why sales and marketing alignment is a must
To engage today’s demanding B2B customers more effectively, marketing and sales must collaborate across the entire buying process in ways that provide exceptional value to them. A strategic combination of…
How to increase marketing’s impact on revenue
Traditionally, marketing’s job was to promote your company’s brand and to generate leads for your sales force to follow-up on. Today, its role is much more complex. The marketing department…
Stay top-of-mind throughout the buying process
To keep your company top of mind, you must communicate with your prospects on a regular basis. But the average business person is bombarded by hundreds of messages per day,…
Use content to deliver an exceptional buyer experience
Most business-to-business buying processes are complex and involve multiple individuals. They invest many hours researching potential solutions to their challenges, developing requirements and vetting potential vendors. By acting as a…
Does ABM make sense for my company?
Like any other marketing strategy, account-based marketing is not a one-size-fits-all solution. It needs to be employed strategically. Last month, we explored how today’s B2B customers are changing and how…
Account-based marketing: Why is it effective?
Last month, we introduced you to account-based marketing (ABM) –what it is and how to get started with it. This laser-focused approach enables you to penetrate the thinking of your…
Reaching the Unreachable
Whatever happened to sales prospects who are willing to respond to you? They don’t answer emails, return phone calls or acknowledge you any more. You can feel their presence, but…
Targeting ideal B2B customers with account-based marketing
It’s taken a few years, but you’ve finally mastered the best practices of content marketing. Your buyer personas are fairly detailed, and your content strategy addresses specific customer needs. An…
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